Telling Both Sides of the Story: the Role of Risk in the Perceived Helpfulness of Online Reviews

Websites often encourage reviewers to identify both a product’s pros and cons (two-sided reviews) rather than present only the pros or cons (one-sided reviews). Yet, we argue and find across five studies that two-sided reviews are often less helpful when advice is arguably needed most: when risk is high.



Citation:

Ann Schlosser and Abhishek Borah (2017) ,"Telling Both Sides of the Story: the Role of Risk in the Perceived Helpfulness of Online Reviews", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 140-145.

Authors

Ann Schlosser, University of Washington, USA
Abhishek Borah, University of Washington, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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